Anheuser-Busch

Bartenders were serving fewer Anheuser-Busch products. The market was shifting. Traditional breweries knew they would have to do something. How could Anheuser-Busch continue to sell tried-and-tested products to millennials who were jumping on the craft brewing train?

Audience

Bartenders in the D.C area who were selling more and more craft products.

Insights

Bartenders influence buyers’ decisions.

Sure, millennials see commercials for beer. They hear about new products from their friends. But, the experts who pour the drinks themselves were an untapped influence. If Anheuser-Busch could get bartenders on their side, their craft-beer problems would be behind them.

Bartending hours (and lifestyles) are different.

In most industries, companies hold conferences and events. Bartenders don’t have time for that. They work late hours, juggle multiple jobs, and have irregular schedules. Connecting with bartenders would require innovative thinking.

Strategy

Utilize Facebook, Tumblr, Spotify, Instagram, and more to create an online, secret society exclusively for bartenders.

Single-minded Idea

Behind the Bar

Execution

A members-only Facebook group that let bartenders connect with each other called Behind the Bar.

Content covered industry trends, products, and bartender culture.
Anheuser-Busch partnered with Spotify to release weekly playlists inspired by beer brands, which bartenders played in various bars across the country.
All content led back to a password-protected website where members had access to everything Behind the Bar: videos, infographics, playlists, events, and more.
The pilot, which took place in D.C., launched with an invite-only event where bartenders were wined and dined and enjoyed a private concert with Vic Mensa.

Results & Awards

Behind the Bar was featured on Ad Age’s Creativity. Check it out here.
Content performs at a 12.4% click-through rate (much higher than the average 2%)
The Behind the Bar model is still used across the country today — with over 1,000 members.